Lay\u2019s, the official snack partner of the FIFA World Cup 2026\u2122\ufe0f, has unveiled its campaign across Saudi Arabia, bringing together the Kingdom\u2019s deep passion for football with the brand\u2019s global sporting legacy. Led by Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo, the campaign highlights Saudi Arabia\u2019s matchday culture through local football icons, exclusive regional flavors, and locally grown ingredients.
\nBringing Global Moments to Saudi Football Fans
\nFootball serves as a powerful unifying force across generations in Saudi Arabia. To honor this local connection, Lay\u2019s is introducing experiences and flavors tailored specifically to Saudi tastes as part of its global \u201cNo Lay’s, No Game\u201d platform.
\n> \u201cIn Saudi Arabia, football is deeply woven into everyday life and has an extraordinary ability to unite people across generations, families, and communities,\u201d said Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo. \u201cFrom celebrating local football icons to introducing flavors inspired by Saudi tastes\u2014including the limited-edition Saudi Pickled Lemon flavor\u2014the campaign brings a uniquely local perspective to a global moment.\u201d<\/p>\n
Campaign Highlights
\n* Exclusive Global & Local Flavors: A new limited-edition flavor lineup celebrating participating nations’ culinary cultures, featuring Saudi Pickled Lemon alongside Brazilian BBQ & Honey, Mexican Pineapple Jalape\u00f1o, and French Sour Cream & Herbs.
\n* 100% Saudi-Grown Potatoes: Every Lay’s chip in the Kingdom is produced locally using 100% Saudi-grown potatoes, reflecting PepsiCo\u2019s commitment to supporting local agriculture.
\n* Bridging Generations of Football Stars: The campaign unites current Saudi stars\u2014Salem Al Dawsari, Musab AlJuwayr, and Nawaf AlAqidi\u2014alongside legends Hussein Abdulghani and Mohammed Noor to create an authentic connection with fans across generations.
\n* Relatable Matchday Storytelling: Fans can follow players interacting through a playful WhatsApp group chat format as they plan match viewings, discuss rituals, and decide on matchday snacks.
\n* Community-Centric Engagement: Interactive experiences including community watch parties, behind-the-scenes content, and the \u201cFan of the Match\u201d activation designed to deepen connections among family and friends.
\nA Continued Commitment to the Kingdom
\nAs Saudi Arabia remains a key market globally for PepsiCo, Lay’s continues to emphasize local culture, talent, and community engagement in its long-term strategy.
\n\u201cSaudi Arabia continues to be one of our most important markets globally, and we remain committed to creating campaigns that celebrate local culture, support Saudi talent, and bring communities together,\u201d El-Sheikh added. \u201cWhether through innovation, storytelling, or shared experiences, we\u2019ll continue to find new ways to connect with Saudi fans through the moments of joy and passions that matter most to them.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Lay\u2019s, the official snack partner of the FIFA World Cup 2026\u2122\ufe0f, has unveiled its campaign across Saudi Arabia, bringing together the Kingdom\u2019s deep passion for football with the brand\u2019s global sporting legacy. Led by Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo, the campaign highlights Saudi Arabia\u2019s matchday culture through local football icons, exclusive regional …<\/p>\n","protected":false},"author":2,"featured_media":133479,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[439],"tags":[],"class_list":["post-133478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-english-news"],"yoast_head":"\n